Exam 9: Brand Strategy and Management

For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name. service license market package brand

Virgin entering the theme park market by creating Virgin Rollercoaster World is an example of a __________. line extension brand extension cobranding licensing product life cycle

One risk of having too many line extensions is that ________. sales might come at the expense of other items in the line. the competition can use your good ideas customers buy more than they really need intermediaries increase the throughput costs Internet sales may decrease

A company has four choices when it comes to developing brands.Which is definitely one of those choices? line inversion brand extension multibrands width and depth perception international brands

Besides a logo, name and icon brands also have ________. personality, status and value. legal implications, and trust accounts profit public relations exclusive power over customers

The words "Coca-Cola", the unique shape of the bottle and the wave shaped symbol are all examples of a ________. trademark marketing mix touchpoint product brand

Retailers and wholesalers who have created their own brands-such as Walmart's Great Value beverages and food products-are participating in co-branding.

In most ________ situations, one company licenses another company's well-known brand to use in combination with its own. brand extension brand equity co-branding internal marketing line extension

A number of top selling retail toys are products that are based on television shows and movies.These are examples of ________. licensing product extensions word of mouth sales exploitations top down production

Which of the following is the least desirable quality for a brand name? It should suggest something about the product's benefits and qualities. It should be easy to pronounce, recognize, and remember. The name should be a long word to get attention. The name should translate easily into foreign languages. It should be distinctive.

__________ is universally one of the most effective ways to create brand advocates. Having contests Writing blogs Creating advertisements Paying people Understanding and solving problems

Branding helps buyers in many ways.Explain why branding has become so important in the marketplace by describing these benefits to buyers.

Hershey's Kisses and Breyers Ice Cream lending their names to create a new 2L ice cream product is an example of __________. brand advocacy co-branding megabranding brand equity a brand touchpoint

A great ________ absolutely requires a strong, memorable name. company product brand promotion service

A modest manufacturing company in Regina has recently paid the Tommy Hilfiger and Quicksilver companies for the right to use their brand names in everything from belts to blouses, and shirts to socks.These are examples of ________. branding trademarking copying knock offs licensing

Brand advocacy is critical to the job of the brand marketer.To create brand advocates professional experts suggest 5 main elements beginning with "Advocacy begins with trust".What are the other 4 suggestions?